“La Strada dell’Eccellenza”: the roadshow celebrating 10 years of the PETRONAS Service Network in Italy.
- The first service network in Italy with over 1,700 affiliated workshops across the country
- From “OlioFiat” Workshops to the PETRONAS Network: the evolution of an Italian excellence
- The travelling tour will visit ten regions until November. The first two stops take place this month.
PETRONAS Lubricants International (PLI), the global division of PETRONAS dedicated to high-performance lubricants and functional fluids, proudly celebrates the tenth anniversary of its Workshop Network in Italy. This important milestone is marked by a major achievement: with over 1,700 affiliated workshops spread across the country, the PLI network confirms its position – for the second consecutive year – as the largest in Italy by number of workshops*.
The current PETRONAS Network has its roots in the “Blu Officina” network created in 1996 by FL Selenia. With the slogan “A leap into the blue for total peace of mind. Italian mechanics invite you for your seasonal check-up”, Fiat Lubrificanti launched a campaign to raise awareness around road safety and maintenance, while promoting the role of the mechanic as a trusted professional for motorists.
The initiative aimed to expand the historic OlioFiat specialised workshop network, which originated in the 1980s, by involving a growing number of independent repairers present throughout Italy.
The new network, identified by the Blu Officina sign featuring the Selenia and Paraflu brands, became the subject of national media campaigns in the following years, with the aim of strengthening the brand identity and its core values, placing the mechanic at centre stage.
Professionalism and courtesy became key themes in successful television adverts, where technical expertise was officially recognised and endorsed by FL. This forward-thinking project, supported by numerous participants, led to the formation of a strong, widespread national network—quickly becoming a strategic partner for the Italian market of FL.
This benchmark model laid the foundations for the success of the PETRONAS network following the acquisition of FL Selenia by PETRONAS in 2007. Today, the secret to the network’s excellence lies in its ability to combine a global vision with deep knowledge of local market needs.
To celebrate ten years of its network, PLI has launched a brand-new initiative: “La Strada dell’Eccellenza”, a travelling roadshow taking place across Italy from May to November 2025, visiting ten regions – from Piedmont to Sicily, from Lombardy to Calabria. At each stop, over one hundred industry professionals – including distributors, workshops and PETRONAS teams – will gather in a spirit of dialogue, exchange and inspiration to share experiences, programmes and future opportunities. It’s a unique opportunity to strengthen the sense of belonging and the bond of trust between the company and its network.
The Team “La Strada dell’Eccellenza” with Distributors Carlomagno e Start Point
“We are proud of these ten years of activity throughout the country, the result of a successful approach based on constructive and fruitful partnerships. What sets us apart is our ability to build networks: through innovative products, marketing solutions, and technical and digital services, we respond to the needs of mechanics and motorists, ensuring each partner has the competitive edge needed to thrive in an increasingly demanding market,” commented Ciro Lupo, Business Head for Italy & Africa at PLI.
The roadshow kicks off this month with its first two stops: the first, held this past weekend on 10 May in Rende (Cosenza), will be followed by Borgo Ronchetto in Salgareda (Treviso) on 17 May. “La Strada del’Eccellenza” will then continue its journey through eight more locations across the country.
* Source: Osservatorio Network Officine 2024 – Notiziario Motoristico
Santena (TO), May, 12th 2025
